Scottish Tourist Board

The role of advertising was to project Scotland 'the brand' in the most favourable and motivating light, and to create goodwill and commitment to the country.
Agency: 1576 Advertising, Feather BrooksbankAuthors: Ruth Lees

'And Now for the Weather...'

Exceeding Expectations in a Difficult Environment

The Overall Argument

This paper will demonstrate that in a particularly difficult and challenging economic and physical climate, the Scottish Tourist Board (SIB), via a new advertising campaign, managed to exceed its own targets for Autumn Gold Brochure requests and shift perceptions towards Scotland as a short break holiday destination favourably after only one burst.

The Campaigns Objectives

To increase propensity to visit Scotland and to help turn that propensity into action.

The role for the advertising

  • To project...

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